Customers’ Quality Perseption, Sensitivity, and Purchasing Decisions: A Case of a Fast-Fashion Product

Abstract

Background: The changing shopping habits of Indonesian students, specifically with relation to Uniqlo purchases, are the main subject of this study. Understanding the main elements impacting consumer behavior is essential to Uniqlo's success in Indonesia as a global clothing brand. Price sensitivity and product quality stand up as crucial factors, indicating the harmony between consumers' reactivity to price fluctuations and their desire for premium goods. This study adds to a better understanding of purchase decisions in the context of a growing market segment—students—by examining these elements.

Objective: This study explores how price sensitivity and product quality impact purchasing decisions, particularly among Indonesian students, with Uniqlo products as the focus. It seeks to provide insights into consumer behavior within the digital economy and retail sectors.

Methodology: Using a quantitative approach, 255 respondents were surveyed via online platforms, surpassing the minimum sample size of 97 derived from Cochran's formula for infinite populations, ensuring robust analysis with a 95% confidence level and 10% margin of error. Data were analyzed using SmartPLS 4.0 to assess the relationship between price sensitivity, product quality, and purchasing decisions.

Results: The analysis revealed that both price sensitivity and product quality significantly influence purchasing decisions. Price sensitivity demonstrated a strong inverse relationship with purchasing decisions, whereas product quality showed a positive and robust impact on consumer choices.

Conclusion: The findings emphasize the dual role of price sensitivity and product quality in shaping purchasing behaviors. While price sensitivity can deter purchasing, superior product quality strongly motivates students to buy, highlighting the importance of balancing affordability with high-quality offerings in retail strategies.